Creative Use of Your Marketing Dollars

I was watching this interesting video today published by the company Westjet. Essentially, they put up an interactive display of a person pretending to be Santa Clause where he would then ask people what they wanted for Christmas. As customers took their flight to their destination the company then scrambled to find the products, wrap them up and then have it distributed in the luggage pickup area.
You can see it here:

This was kind of a cool marketing promotion I thought. So many times people spend money in businesses to try and acquire customers through traditional media whereas in examples like this the word of mouth you get is probably a lot more valuable.